Abstract

It’s official – everyone wants a piece of the halal action. If it’s for rewards in the hereafter, or revenue generation in the here and now: achieving halal status is something that many businesses are exploring. Halal, as a means for delivering competitive advantage, is considered to be an x-factor - which can help to expand operations, creating new markets and drawing in more consumers.

In the shadow of the economic downturn, halal has also been able to increase brand value, relieve constraints associated with barriers to entry, and stabilised fluctuating markets. Muslims, like other ethnic segments, such as the Afro-American Market, are seen to exhibit stronger signs of loyalty trans-nationally, which in some cases have acted as a catalyst to draw in wider non-Muslim communities. From this, it can be argued that halal presents an adaptation of existing management and brand thinking. The interesting phenomenon spearheading this now, is that the concept and nature of halal, warrants verification which is supported by overt branding practices.